{"id":22147,"date":"2016-09-30T08:45:11","date_gmt":"2016-09-30T06:45:11","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog?p=22147&preview=true&preview_id=22147"},"modified":"2018-12-08T08:47:28","modified_gmt":"2018-12-08T07:47:28","slug":"big-data-marketing-b2b","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2016\/09\/30\/big-data-marketing-b2b\/","title":{"rendered":"Comment les big data changent le r\u00f4le du marketing B2B"},"content":{"rendered":"

Les Big data sont en passe de changer radicalement le visage de la vente, mais aussi du marketing. Par le pass\u00e9, pas si lointain, le marketing s’occupait de \u00ab choses s\u00e9rieuses \u00bb pour paraphraser Antoine de Saint-Exup\u00e9ry, et les commerciaux travaillaient dans leur coin. Les marketeurs faisaient de la segmentation, des \u00e9tudes de march\u00e9, de jolis rapports et probablement encore beaucoup d’autres choses qu’un grand nombre de personnes comprenait plus ou moins bien, mais la vente ?! Certainement pas, voil\u00e0 un travail qui n’\u00e9tait pas pour eux. Quand on r\u00e9fl\u00e9chit bien pourtant, le terme m\u00eame de marketing inclut naturellement la vente. Apr\u00e8s tout, \u00ab Market\u00a0\u00bb\u00a0<\/span><\/em>fait bien allusion au march\u00e9 et \u00e0 la mise sur le march\u00e9 qui est, qu’on le veuille ou non, le but ultime du marketing. Dans le domaine du business-to-business les choses \u00e9voluent \u00e0 pas de g\u00e9ant. Les Big data, et la digitalisation en g\u00e9n\u00e9ral, ne sont pas \u00e9trangers \u00e0 ce changement. Voyons pourquoi au travers de cet article r\u00e9dig\u00e9 pour le compte de notre client Sparklane sur son blog avec une mini infographie qui r\u00e9sume la situation<\/a>.<\/span><\/em><\/p>\n

Big Data et Sales Intelligence\u00a0changent le r\u00f4le du marketing<\/a><\/span><\/h2>\n

Car le r\u00f4le des marketeurs \u00e9volue. Celui des commerciaux \u00e9galement. Entendons-nous bien, un Marketeur doit \u00eatre capable d’analyser un march\u00e9, mais il doit avant tout se trouver en appui des ventes et fournir les outils qui vont lui permettre d’\u00eatre plus efficaces dans son travail de tous les jours. En marketing du business-to-business, avant les Big data, le travail de qualification des clients potentiels \u00e9tait principalement manuel,<\/strong> bas\u00e9 sur l’appr\u00e9ciation du commercial. D\u00e9sormais, l’analyse pr\u00e9dictive et la qualification automatique des prospects permettent de faciliter ce travail et d’automatiser la relation commerciale. Elle permet \u00e9galement de professionnaliser cette relation et ce travail commercial en \u00e9vitant de laisser au hasard le suivi et le rappel des clients. Si l’on va jusqu’au bout de la r\u00e9flexion, on pourra \u00e9galement inclure l’automatisation (marketing automation<\/a>) qui permettra de sc\u00e9nariser les envois de messages clients dans le cadre de ce que l’on appelle le \u00ab lead nurturing \u00bb ou \u00a0\u00ab mise sous couveuse \u00bb des contacts.<\/p>\n le r\u00f4le des vendeurs change en profondeur, celui des marketeurs \u00e9galement, sous la pression des Big data\n

Je le vois de mani\u00e8re r\u00e9currente dans les missions que nous menons en transformation digitale chez nos clients, notamment lorsque nous devons mettre en \u0153uvre la cr\u00e9ation d’un nouveau d\u00e9partement de marketing, dans le cadre d’une professionnalisation du circuit de vente<\/strong>. La fronti\u00e8re entre marketing et ventes devient de plus en plus t\u00e9nue. On demande, c’est bien naturel, aux marketeurs, en priorit\u00e9 d’\u00eatre capables de g\u00e9n\u00e9rer des leads et de les qualifier, d’accompagner les commerciaux et de leur permettre au travers des diff\u00e9rents dispositifs marketing (contenus, automatisation, e-mails, constitution des bases\u2026) d’aller plus rapidement au bon contact chez le bon client et d’\u00eatre le plus efficace possible avec le moins de pression commerciale possible.<\/p>\n

A para\u00eetre : un livre blanc sur la sales intelligence avec un focus sur le scoring pr\u00e9dictif des leads<\/h3>\n

C’est donc \u00e0 une profonde refonte du m\u00e9tier de marketeur que nous assistons. Celui-ci ne consiste plus \u00e0 faire des th\u00e9ories, mais \u00e0 rester tr\u00e8s pragmatique et \u00e0 se rapprocher le plus en plus de la vente. Ceci, je le vois chez les tr\u00e8s grands comptes qui mettent en place des logiques de marketing automation, avec des budgets souvent plus cons\u00e9quents que ce que l’on voit chez les petits entreprises, et des politiques de contenus assez soutenues qui permettent de faire fonctionner les logiques d’automatisation. Je vois \u00e9galement cela chez les entreprises plus petites mais pour lesquelles le d\u00e9veloppement commercial est crucial. En fait, il commence \u00e0 y avoir une fusion totale entre tous ces m\u00e9tiers : pour \u00eatre un bon marketeur aujourd’hui, il faut savoir ma\u00eetriser toutes les facettes du marketing digital : le marketing de contenu et sa strat\u00e9gie (c’est tr\u00e8s important, il ne suffit pas de produire du contenu, 80 % du budget doit \u00eatre mis sur la promotion du contenu et son efficacit\u00e9), la logique d’automatisation et de nurturing, la constitution des bases, leur \u00e9volution et leur exploitation, et enfin de compte la mise \u00e0 disposition de leads de qualit\u00e9 aux vendeurs. Ceci passe par la n\u00e9cessit\u00e9 de r\u00e9soudre les conflits de canaux et demande donc \u00e0 nos nouveaux marketeurs de ma\u00eetriser parfaitement la conduite du changement, au risque de voir leurs projets \u00e9chouer et leurs politiques de leads d\u00e9jou\u00e9es par les int\u00e9r\u00eats commerciaux des commerciaux.<\/p>\n

Je vous propose de poursuivre votre lecture sur l’\u00e9volution du processus de vente de la relation entre marketing commercial au travers de l’article de blog que nous avons r\u00e9dig\u00e9 pour le compte de notre client Sparklane<\/a>.\u00a0Ce sujet sera \u00e9galement abord\u00e9 plus en profondeur dans un livre blanc Sparklane intitul\u00e9 \u00ab Comment la Sales Intelligence transforme la vente B2B<\/strong> \u00bb, qui sera publi\u00e9 durant le mois d\u2019octobre.<\/p>\n

<\/a><\/p>\n

Les Big Data ont un impact sans cesse croissant sur le fonctionnement des entreprises. La masse de donn\u00e9es disponible a caus\u00e9, sans que cela soit une surprise, un bouleversement des r\u00f4les, et un brouillage des responsabilit\u00e9s. Ceci est particuli\u00e8rement \u00e9vident pour ce qui est des fonctions marketing et ventes.<\/p>\n

Dans un pass\u00e9 r\u00e9cent, l\u2019importance et la structure des entonnoirs de vente a marqu\u00e9 le fonctionnement interne des entreprises. Ceci au point de scinder les ventes et le marketing en deux fonctions distinctes, totalement ind\u00e9pendantes. Les Big Data ont conduit \u00e0 un croisement entre ces deux fonctions, ainsi qu\u2019\u00e0 une extension de l\u2019entonnoir de vente traditionnel afin d\u2019y fusionner les \u00e9l\u00e9ments qui faisaient autrefois partie du marketing.<\/p>\n

Big Data et analyse pr\u00e9dictive des donn\u00e9es clients jouent un r\u00f4le crucial, permettant aux vendeurs et aux marketeurs d\u2019am\u00e9liorer leur collaboration, qu\u2019il s\u2019agisse d\u2019\u00e9changes d\u2019informations ou de campagnes qu\u2019ils m\u00e8nent conjointement. L\u2019acc\u00e8s aux donn\u00e9es internes et externes \u00e9tant largement facilit\u00e9 pour la majorit\u00e9 des entreprises, la question n\u2019est plus de savoir si les donn\u00e9es n\u00e9cessaires au business sont ou ne sont pas disponibles. Le d\u00e9bat s\u2019est en effet d\u00e9plac\u00e9 sur la capacit\u00e9 des entreprises \u00e0 les exploiter : c\u2019est ce crit\u00e8re d\u2019utilisation des donn\u00e9es qui d\u00e9signera les entreprises gagnantes.<\/p>\n

Ce sujet sera abord\u00e9 plus en profondeur dans un livre blanc Sparklane intitul\u00e9 \u00ab Comment la Sales Intelligence transforme la vente B2B \u00bb, qui sera publi\u00e9 durant le mois d\u2019octobre.<\/p><\/blockquote>\n

> poursuivre votre lecture sur le blog de Sparklane :\u00a0COMMENT LA SALES INTELLIGENCE PEUT NOURRIR ET RENFORCER LES VENTES B2B<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Big Data et analyse pr\u00e9dictive des donn\u00e9es clients jouent un r\u00f4le crucial, permettant aux vendeurs et aux marketeurs d\u2019am\u00e9liorer leur collaboration<\/p>\n","protected":false},"author":2,"featured_media":34062,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2894,744],"tags":[],"class_list":["post-22147","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ia-big-data","category-marketing-b2b"],"yoast_head":"\nComment les big data changent le r\u00f4le du marketing B2B<\/title>\n<meta name=\"description\" content=\"Big Data et analyse pr\u00e9dictive des donn\u00e9es clients jouent un r\u00f4le crucial et permettent \u00e0 vente et marketing d\u2019am\u00e9liorer leur collaboration\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. 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